In a significant development for the fitness technology sector, SujiBFR, a health and fitness startup, has successfully secured a six-figure investment to propel its cutting-edge smart fitness device. The Suji Device, a wearable innovation, is engineered to boost muscle performance and mitigate pain during exercise sessions. By utilizing blood flow restriction (BFR) training principles, the device leverages artificial intelligence to deliver the advantages of high-intensity workouts through low-intensity and bodyweight exercises.
Among the prominent investors in SujiBFR are tennis champion Jamie Murray and his partner Alejandra Murray, who participated in an investment round led by BioCity Group. They are joined by other supporters such as Scottish Enterprise, Gabriel Investment Syndicate, and Creator Fund. The newly acquired funds will be allocated towards product development, expanding the customer base, and creating new technical roles within the company.
Strategic Partnership with Lawn Tennis Association
SujiBFR has also unveiled a strategic partnership with the Lawn Tennis Association (LTA), marking a groundbreaking collaboration with a national sports governing body. This partnership allows the LTA Performance team to distribute Suji Devices to players on tour. Furthermore, the device will be accessible at the National Tennis Centre, aiding athletes in the Elite, Pro Scholarship, and Men’s & Women’s Programmes.
Alexander Birks, the founder of SujiBFR, established the company following a successful boxing career. He stated, “The idea for SujiBFR was born from my personal experience recovering from a sports injury. I was frustrated by the lengthy recovery process and sought solutions to expedite my return to peak performance. BFR training was identified as a powerful method to reduce pain and strengthen muscles using low-intensity exercises.”
Innovative Approach to Fitness
Birks highlighted that while BFR training was effective, existing equipment was lacking, requiring significant user expertise and offering a suboptimal experience. “SujiBFR was created to fill this gap, making safe and effective BFR training accessible to everyone, from professionals to fitness enthusiasts,” he explained. The device, along with a connected app, guides users through setup and tracks their progress after each session.
Jamie Murray emphasized the potential benefits for athletes at all levels, stating, “Injury prevention and recovery, along with managing joint and muscle pain during training, are universal challenges. SujiBFR has integrated the scientifically validated advantages of BFR into a user-friendly, safe, and effective device.”
Technological Advancements in Training
The Suji Device employs cuffs to restrict blood flow to muscles during low-load exercises, eliciting a physiological response similar to traditional workouts. This method ‘tricks’ the body into operating at a higher capacity, enhancing muscle performance, strengthening tendons and bones, and offering cardiovascular benefits.
Dan Lewindon, head of performance science and medicine at the LTA, commented on the partnership’s significance: “BFR training offers proven benefits for both elite and recreational athletes in maintaining strength, accelerating injury recovery, and managing pain. This partnership is exciting from both performance and membership perspectives. The system’s portability is crucial for professional tennis players who frequently travel and face varying access to gym facilities.”
The Suji Device has already been adopted by several organizations, including the English National Ballet, Edinburgh Rugby, and Loughborough University, to aid in training and injury recovery. The device consists of two cuffs that wrap around the upper limbs and a Bluetooth-enabled pump controlled via a mobile app. Using proprietary technology, it prescribes exercises tailored to each user’s body and fitness level, inflating the cuffs to partially restrict blood flow. A medical survey ensures the technique’s safety for the individual, with the app generating a personalized exercise regimen.